• Drive strategic direction of the Search Advertising channel to ensure maximum visibility, efficiency, and ROI • Develop & implement best practices across traditional Search and AI-driven search channels for advertising • Establish Search Advertising standards, focus areas, core KPIs, and SLAs for vendor partners • Evaluate Search Advertising vendor partners across the Lithia dealer network while planning and executing quarterly audits • Implement tracking solutions across web assets (GA4, GTM, pixels, tags) to ensure reliable data capture and reporting • Oversee Google partnership as well as corresponding platforms including Google Ads, Google Merchant Center, YouTube, etc. • Negotiate competitive fee structures with on-program Search Advertising partners • Identify, test, and implement new search advertising tactics, automation, and optimization techniques • Manage and optimize campaigns across Google Ads, Bing Ads, and other relevant platforms • Oversee keyword segmentation, bidding strategies, audience targeting, and creative testing • Adapt paid strategies for emerging AI search experiences (e.g., SGE, OpenAI Search, Chat-based retrieval systems) • Guide teams in prompt-driven optimization, structured content development, and AI-friendly strategies • Evaluate and integrate AI tools for workflow enhancements, content generation, insights, and automation • Analyze search advertising and AI advertising performance and deliver actionable insights • Build dashboards, reporting frameworks, and experiment analyses • Translate data into clear strategic recommendations • Collaborate with Media, Content, Analytics, and Creative teams • Provide search advertising input for landing pages, site architecture, and campaign planning • Educate teams on evolving search and AI trends and recommend best practices to improve performance